Latin Pulse Launches ‘E-Factor’ Research Model.

Latin Pulse has introduced a new methodology for quantitatively measuring the emotional response to advertising, new product concepts, packaging and other marketing applications – the Latin Pulse “E-Factor”. This novel research model is used in conjunction with Latin Pulse’s standard communication testing for recall, motivation, distinctiveness and general appeal.

“The ultimate goal of branding is to develop a strong emotional connection with the consumer, one that is meaningful and credible” said Mario Quinones, President of Latin Pulse. “Some research companies have attempted measuring the emotional appeal of advertising, for example, but Latin Pulse has a unique computer controlled methodology that can more efficiently collect a wealth of relevant diagnostics on both the rational and now the emotional reactions by consumers. This innovative research model is particularly important for understanding Hispanic consumers, since they tend to be more emotionally driven, their perceptions of brands are still being shaped, and they respond strongly to brand imagery.”

“To strengthen brand equity, every form of communication must reinforce the same emotional promise, from the brand name to the package to the advertising”, commented Jay Gronlund, Vice President, U.S. Managing Director, based in New York City. “Mario and I have spent most of our careers at large consumer product companies with leading brands, so we know how important it is for marketing managers to learn how consumers feel about their brands, which is critical for building stronger loyalty and brand equity. In fact, these key principles of emotional branding represent the essence of the marketing course that I teach at NYU, ‘Positioning and Brand Development’.”

For more information at http://www.latin-pulse.com